Will Jeremy Lin Boost Volvo Sales in China?

U.S. basketball star Jeremy Lin is in talks with Chinese-owned Volvo to endorse the Swedish car brand in China, according to a person familiar with the matter.

If the talks lead to an agreement, it would mark one of the first major corporate deals for the 23-year-old New York Knicks starter since his ascent to basketball stardom earlier this year. Mr. Lin, the U.S.-born son of Taiwanese immigrants, has captivated Chinese basketball fans who are hungry for a hero after the retirement of former Houston Rockets star Yao Ming.